limited production :: hand crafted :: high performance :: rechargeable :: premium flashlights

This is my blog about creating a startup LED flashlight business. I'm a designer, fabricator, and strategist and I'm passionate about making ideas real. I believe that products are about people, that they should be built to last, deliver real value, and that we need to do a better job than we have in the recent past.

Most of my career has been contract or freelance work and I've crafted products and strategies for both big international companies and startups. I also used to work in the "industry" fabricating special effects for film and TV, along with the occasional hot rod. Bottom line, I love making things.

I'm starting this blog so you can follow along, from day one, and see what it's like to start a business, or fail in the process. Only time will tell, but I hope you find this interesting enough to stay tuned, comment, link, like, tweet, and (most importantly) participate in turning this idea into something tangible and valuable.

For a good place to get started with general info about who, what, why, etc., check out the "Stickies" on the left side of the page. Thanks for stopping by and please don't hesitate to ask questions and get involved!

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Tuesday, December 13, 2011

POLL: more input on my logo please!

Hi folks,

I'm not super happy with my current logo so I've been playing some more. I figure my brand identity is pretty flexible at this point so I thought I'd make another attempt. So, without further ado, what's your opinion? I have added a brief description of each, below the poll, but it's probably more scientific to vote on your first impression :) Thanks in advance and I'd love some comments as well!

Which logo do you like better?

#1 - My first attempt. I use circles in most of my designs...kind of my trademark. It also reflects the shape of the light. This is actually based on a font with two lettter "P" placed back to back. My brother mentioned it looked  a bit like a torch (what the rest of the world calls flashlights) so I added the little hotrod flame. I like it, but it looses resolution really fast when it's small.

#2 - Still working with the circle but trying to simplify things and get a little more "iconic." This is based on the Japanese "mon" or family crest. They are always inside circles and contain some sort of graphic element. I started with a hexagonal shape in the center, which is the shape of the LED boards. I added the white triangle (upwards facing) over that because it's the alchemical symbol for "fire." That was cool but it looked a little too much like a recycling symbol so I added the next round layer that actually reflects the shape of the LED dome.'s basically a graphic of an LED board with the triangle added.

In general: overall I'd like to get the logo to a place where I can also hand-stamp the shape, and the #2 version is much more conducive to this than #1. I can also have this shape extruded and do an "inlay" on the side of the light (instead of a stamp) which would be pretty awesome. Anyway, let me know what you think.


  1. This demonstrates my extreme nerdyness but #2 made me think of the Green Lantern logo.

  2. I dont like #1, it reminds me of Prometheus Watch company and their watches are garbage. YOur products are amazing.

  3. Of the two, #1 is more visually appealing, but I associate the flame with all of the imported XXXFire knock off lights. Sorry, but #2 really looks like some kind of government hazard warning symbol - reminds me of a radiation or biohazard symbol.

  4. Wow 49 votes so far! That's a record for me. Hi again Cheryl! I actually take the hazard symbol connotation as a that okay? :) Keep the votes coming! It's funny, the numbers are starting to even out more than in the beginning.